Video: The Roots Play Cereal-Themed Concert for Kellogg's

Sponsored Concert Features New Approach to Music for The Roots

Grammy Award-winners The Roots, the band on "The Tonight Show With Jimmy Fallon," took the stage at a Kellogg's event in New York this morning, playing a few of their hits along with a song celebrating milk and cereal in an effort to help the mega-brand promote its products.

Ad Age was there, camera in hand. Check out our video report from the scene:

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Alex Kantrowitz

Alex Kantrowitz covers the technology of marketing and advertising for Ad Age. His work has previously appeared in Forbes, Fortune, BuzzFeed and the Ithaca Journal. Follow him on Twitter at: @Kantrowitz.